SVP, Corporate Branding, Advertising and Top 25 Strategy
Bank of America
Branding, IT and Financial Services
Duration: 9m 36s
Date: January 2004
Bank of America recently acquired FleetBoston, making it the second-largest bank in the U.S. James Thomson, SVP, Corporate Branding, Advertising and Top 25 Strategy and Research, discusses how acquisitions are integrated from a brand perspective, and how digital technologies, such as data integration and data mining, have affected branding efforts in the financial services industry.
(Interview by Julia Kidd T'04)